Discover more of my work
Take a glimpse into how I've crafted innovative solutions and brought meaningful experiences to life. Uncover the stories behind each creation and explore the boundless possibilities of design.
.svg){kind=logo}
Contabilizei is the largest accounting firm in Brazil and offers an online accounting service for small and micro enterprises. The company positively impacted the lives of thousands of micro and small businesses by implementing cost-effective, intelligent online accounting.
Contabilizei is a pioneering Brazilian fintech that has revolutionized the way small businesses manage their accounting and financial operations. With a vision to simplify complex financial processes, Contabilizei offers an innovative online platform that empowers entrepreneurs with accessible and streamlined accounting solutions.
Contabilizei's digital platform leverages cutting-edge technology and automation to provide comprehensive accounting services. It eliminates the need for traditional manual bookkeeping by offering a seamless and user-friendly interface. This approach not only reduces the administrative burden on small businesses but also ensures accuracy and compliance with financial regulations.
As a trailblazer in the fintech landscape, Contabilizei has garnered recognition for its innovative contributions. Backed by a team of finance and technology experts, the company continues to reshape the traditional accounting landscape, offering businesses a smarter and more efficient way to manage their financial affairs. Contabilizei's impact extends across Brazil, enabling entrepreneurs to navigate the intricacies of finance with confidence and ease.
In my capacity as the Senior Product Designer, I led the design efforts of the Core Team—a cross-functional unit responsible for the platform's main products. Collaborating closely with a Product Manager, a UX Writer, Front and Back-end Developers, and a Business Analys. From conceptualization to user testing, I owned the end-to-end process, ensuring that ideas were translated into impactful designs. My role encompassed fostering collaboration, refining concepts, conducting user interviews, and championing a user-centric approach, all of which culminated in crafting exceptional product experiences for our platform's users.
Upon joining the Contabilizei team, I encountered a quintessential challenge - the intricacies of onboarding. If this term seems unfamiliar, it refers to the guided implementation process through which we steer our users to interact with our platform effectively.
In essence, onboarding aims to provide users with a concise overview of the platform's capabilities, empowering them to achieve their objectives autonomously and fostering satisfaction with our product/service.
Problem statement: New users need a way to easily complete the onboarding process because they often struggle with complex technical instructions during setup, leading to frustration and dropout.
Example review of the initial onboarding funnel of the platform, which had a conversion rate of 55.32%.
Embarking on this journey of discovery, my initial step was to delve into the existing landscape, gathering insights that could guide our path. What we had in place at that point was an onboarding mechanism that briefly introduced some potential routines on the platform, utilizing modals and specific tooltips on the homepage.
However, the realm of accounting ushers in a unique set of intricacies that aren't necessarily intuitive. Unlike conventional applications where functionalities can be navigated and utilized seamlessly, Contabilizei revolves around distinct deadlines, dates, and routines tied to specific actions.
Diving deeper into the qualitative analysis of ticket submissions and user feedback, a startling revelation emerged - a significant cohort of users grappled with the concept of "wage compensation." Many were unclear about how to register it, its implications on taxation, and its practical significance.
User narratives further underscored the gravity of the situation, and we would hear things like:
An example of understanding the correlation between specific topics and the percentage of tickets opened with the support team.
In short, after grasping the essential topics through ticket reviews and aligning them with new user perspectives, we were able to gain some interesting insights about the onboarding process and the current scenario.
1. The Essence of Onboarding: At its essence, onboarding acts as a compass, guiding users through the labyrinth of platform intricacies. It's an endeavor to acquaint users with the landscape, empowering them to explore and interact autonomously. This fosters not just familiarity but a sense of mastery.
2. Unveiling Complexity: Accounting, in all its multifaceted glory, isn't a realm characterized by intuitive simplicity. Unlike applications where navigation unfolds seamlessly, Contabilizei hinges on a web of deadlines, regulations, and procedures unique to each action. This complexity poses unique challenges in the realm of onboarding.
3. Strategically Unpacking Insights: To navigate this conundrum, we dived into the realm of user insights. The existing onboarding mechanism offered a cursory glance at potential routines, utilizing modals and tooltips. Yet, feedback from our users revealed a significant gap - particularly concerning "wage compensation." Users grappled with understanding, registration, and the tax implications of this pivotal element.
4. The User Voice Amplified: Intriguingly, user narratives wove an insightful tapestry. These narratives shed light on the crux of the challenge. Amid bustling routines and a myriad of options, users found themselves grappling with exploration. Their words painted a vivid picture of both aspiration and limitation.
The path ahead was clear: to redefine onboarding, transforming it from a mere initiation process to an empowering journey that unraveled the intricacies of accounting and offered users a holistic grasp of the platform's capabilities.
Our solution was meticulously crafted to address the core queries that surfaced within the tickets. We streamlined this process by presenting the pertinent information at the precise juncture—right during the initial activation phase—and at the exact location where users register their pro-labore(the compensation or salary paid to the owner or partner of a business). Topic that, in a general manner, would encompass 36.7% of the reasons for opening tickets with support and is an essential part of the process for newly registered users.
By dissecting the primary questions encapsulated in the tickets, we harnessed the power of strategic placement, ensuring users received the essential information when it mattered most. This approach not only addressed their concerns proactively but also catalyzed a smoother onboarding experience.
Our focused efforts yielded a spectrum of transformative outcomes that resonated throughout the onboarding journey:
Outcome of the new platform onboarding funnel, which increased from 55.32% to 91.57% conversion rate.
In essence, our solution didn't merely enhance numbers—it orchestrated a profound transformation in user experience, funnel efficiency, and user confidence, culminating in a seamless onboarding journey.
Take a glimpse into how I've crafted innovative solutions and brought meaningful experiences to life. Uncover the stories behind each creation and explore the boundless possibilities of design.
